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Agency: RGA
Date: Jul 2019
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Samsung’s summer campaign, which has just debuted in the US, highlights the connectivity of its Galaxy S10 ecosystem and features a couple trying to keep a baby happy and not crying through rap music.

The 45-second hero film, done in partnership with R/GA and directed by Sean Meehan of Arts and Sciences, highlights Samsung’s partnership with Spotify and features two young parents who discover they can pacify their crying baby with help from rapper DMX and Samsung’s ecosystem of products.

As the exhausted parents try to quiet the baby, a call comes in on the mother’s Galaxy Watch Active to the tune of Party Up by DMX. When the father realizes that the quick call quieted the baby momentarily, he starts playing the tune on his Galaxy S10+. The two then spring into action, getting the baby into a swing and switching the action to the Samsung TV. A brief hiccup as the music goes to the Galaxy Buds is remedied when the music is heard on both devices. Crisis averted.

Separate 10-second ads show individual features of the ecosystem through the actions of the couple, like music control, dual microphone technology, text without typing and answering your phone on your tablet.


Samsung Electronics, Global Mobile Division


Agency: R/GA New York

Client: Samsung Mobile

Campaign: Seamlessly Connect your Galaxy

Music: Party Up - DMX

Group Executive Creative Director: Nick Pringle, Kim Laama

Executive Creative Director: Ciaran McCarthy, Roberto Fara

Creative Director: Josh Parschauer

Associate Creative Director: Katie Facada, Thibault Gerard, Joshua Williams

Design Director: Ben Downard

Design: Chris Cyran, Anton Pearson, Wes Vanderpool, Tiffany Tsoi

Jr Art Director: Jason Saimpy

Jr Art Director: Ji Kim

SVP Group Managing Director: Christopher Brown

VP, Executive Production Director: Ami Moore

Group Account Director: Georgia Newton

Management Supervisor: Stephanie Kim

Senior Producer: Christine Barnowsky, Andy Kim

Product Manager: Anna Fine

Business Affairs: Lynda Blaney-Smith, Danielle Small

Executive Strategy Director: Meghann Mackenzie

Group Strategy Director: Markus Hutchins

Strategy Director: Jenna Silverman

Connections Planner: Meghan Lorito

Executive Content Producer: Carol Powley

Senior Content Producer: Chris Detoy, Purvi Sheth

Associate Content Producer, Post: Claire Dorwart

Executive Creative Director: James Dick

Motion Design Director: Gavin Shapiro

3D Art Director: Natasha Saenko

VP, Technology Director: Kai Tier

Senior Technology Director: Rawle Curtis

Senior Technology Director: Thomas Chan

Sr Content Producer, Print: Patrick Gosse

Sr Mechanical Artist: Olga Lamm

Retouchers: XYZ Graphics


Production Company: Arts & Sciences

Director: Sean Meehan

Managing Partner / Executive Producer: Marc Marrie

Managing Director / Partner: Mal Ward

Head of Production: Christa Skotland

Producer: Sam McGarry

Director of Photography: Sean Meehan

Production Designer: Michael Broaddus


Editorial: Cut + Run

Editor: Steve Gandolfi

Assistant Editor: Chris Wronka

Assistant Editor: Eli Beck-Gifford

Head of Production: Marcia Wigley

Finishing: Jogger NY

Lead Flame Artist: Joey Grosso

Flame Artist: Matt Dolven

Flame Assistant: Rachel Driver

Senior Producer: Mike Tockman

Color: Company 3

Senior Colorist: Sofie Friis Borup

Sound: Sonic Union

Sound Designer/Mix Engineer: Julienne Guffain

Music Supervision: Wool & Tusk